Jacquemus has landed in Egypt for what was called "La Croisiere". The plus points? Mohamed Sherif is behind the lens. And model Mohamed Hassan is in front of it (there is also Brazilian-New Zealand model Angelina Kendall for the female counter-part because perhaps Imaan Hammam an incredibly famous model with Egyptian roots was too busy - here). Long story short - everyone is saying that the campaign is a real blend of fashion and Egyptian culture. From Cairo (pyramids? Groundbreaking!) to Aswan.
Look, you want real Egyptian scenery? Go back to Harper's Bazaar shoot I just linked above. Not only is it poetic and beautiful, it also shows what a "real" Egypt could look like (mini-vans interlocking with cars, abandoned cars in desertic landscapes, old dilapidated villas and yes, pyramids, but so far back in the scenery they're just a mainstay as birds cover the shoot).
Do note that Egypt has long fascinated most designers - the Dior men's show that now former designer Kim Jones did there was one such instance (here) - so it's not like Jacquemus went on untrodden grounds or anything. And believe it or not, Jacquemus had incredible campaigns prior which were mind-blowingly creative without "social integration" or "cultural blending" or whatever they wish to call it (an incredible campaign is here).
Long story short, I looked at the Jacquemus photos and went a little "meh". Nice, yes? The brand's best campaign? Far, far from it.